In Bulgaria, the rose is not just another symbol of beauty but an economic lifeline, a cultural identity and a high-value export product. The famous Rosa damascena, cultivated for centuries in the Valley of Roses, has turned the country into a global leader in rose oil production. According to the report of the Economic and Commercial Affairs Office in Sofia, this traditional product continues to shape the local economy, evolve the tourism offering and supply the world’s largest perfumeries.
Rose oil is considered “liquid gold” and not metaphorically. To produce one kilogram of oil, 3,000 to 4,000 kilos of rose petals are required, which explains why its price reaches up to 15,000 dollars per kilo. It is no coincidence that top houses such as Chanel, Dior, Louis Vuitton and Gucci source their raw material from Bulgaria.
A living culture built around a flower
Production extends beyond agriculture and becomes part of a broader tradition that is revived each year at the Rose Festival in Kazanlak: parades, rose-picking competitions, concerts and the iconic crowning of “Miss Rose,” a ceremony that unites tourists and locals in a celebration with over three centuries of history.
The cultural experience is enriched by the Rose Oil Museum, where traditional tools and exhibits dating back to 1912 are preserved. Even today, as the report mentions, a container from 1947 continues to emit the scent of rose oil almost 80 years later.
Harvesting always takes place at dawn, when the aroma is strongest. The petals must be transported immediately to the distilleries; otherwise, they lose their essential components. Rose oil is produced through Rose Otto steam distillation, the method considered the purest and most demanding, requiring huge quantities of raw material and absolute precision.
Tradition and technology coexist: Bulgaria has 73 processing companies and 53 distilleries, with leading firms such as Enio Bonchev, Damascena and Alteya Organics exporting to dozens of countries. Alteya even controls the entire production chain and ships products to more than 50 markets worldwide.
A small product, a major player in the global economy
In 2024, Bulgaria exported 1.5 tons of rose oil to more than 30 countries, at prices ranging from 9,500 to 16,050 dollars per kilo. The United States, China, the United Kingdom and Japan remain the strongest markets. The product is strategic for the trade balance, and since 2014 it has been registered as a Protected Geographical Indication, enhancing its international recognition and protecting the “Bulgarian Rose” brand from counterfeits.
Even Greece shows increasing interest, with imports of essential oils worth 167,922 euros in 2024 due to the rise in wellness treatments and natural cosmetics.
An industry that was tested but endured
In 2024, wildfires in Bulgaria damaged more than 6,170 hectares of crops. The Ministry of Agriculture announced immediate compensation and support measures for producers, as the sector is considered critical for the country’s agricultural economy and exports. Despite the pressures, companies in the industry remain steady, with Bulgarian Rose AD estimating revenues above 2.7 million leva for the period January–July 2025.
Tourism takes off along with the scent
The Valley of Roses has evolved into a destination with its own identity, where natural scenery, tradition and wellness blend into an experience attracting more and more travelers. The region does not rely solely on the festival interest of June; it now functions as a complete tourism proposition with activities spanning the entire production season.
Visitors participate in organized rose-picking programs during the early morning hours, observe the distillation process at local distilleries and learn how the famous rose oil is produced from fresh petals. The experience is complemented by rose-water tastings, natural cosmetics workshops and tours of artisanal workshops producing soaps, perfumes and skincare products. Meanwhile, many small wellness centers and agritourism guesthouses incorporate aromatherapy workshops, treatments based on rose water and local herbs, as well as tours of organic farms that attract travelers interested in sustainable practices.
The tourism product built around the rose becomes more refined each year, with many hospitality units investing in high-level services, themed gastronomic experiences and special accommodation packages aimed at couples, families and wellness travelers. Thus, the Valley of Roses is gradually transforming from an agricultural production area into an experience-based destination, offering a blend of tradition and modern hospitality that makes it stand out on Bulgaria’s tourism map.
